FAN IDENTIFICATION ACROSS GENDERS: IMPLICATIONS FOR ESPORTS MARKETING STRATEGIES
Keywords:
Esports, sports sponsorship, sponsorship attitudes, brand perception, purchase decisionAbstract
This study provides an extended analysis of the sports sponsorship landscape, focusing on fan identification levels and gender differences in the perceptions, attitudes and purchasing behaviour of Todak fans, a prominent entity in the Malaysia Esports sector. The study shows a high degree of fan identification among Esports enthusiasts, regardless of gender. The analysis of the responses from male and female participants shows that there is no significant gender-based differences. Specifically, the data shows comparable results across genders regarding perceptions (Males: Mean=3.96, SD=0.76; Females: Mean=3.83, SD=0.72; t=1.52, p=0.06), attitudes (Male: M=4.03, SD=0.73; Female: M=3.90, SD=0.70; t=1.57, p=0.06), and purchasing decisions (Male: M=4.04, SD=0.59; Females: M=3.95, SD=0.58; t=1.50, p=0.07). These results contribute toward more context on established gender-based marketing theories in sports sponsorship, indicating the necessity for more nuanced and gender-inclusive marketing strategies. This study significantly enhances further understanding of consumer behavior in the context of sports sponsorship and underscores the importance of reassessing traditional gender roles in marketing approaches.
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